Every September, Apple launches a brand new iPhone. And while the brand used to make big leaps with each release, their upgrades have become less spectacular over the years.

 

But not for Samsung, who is pushing the category forward with its radical new foldable range. 

 

Getting people to switch from their iPhones can seem impossible. Even if people know they want to switch, there are huge emotional and social barriers when it comes to taking the plunge—and we wanted to tackle these barriers head on. After all, changing people’s perceptions starts with doing something they wouldn’t expect from you.

 

Our film, “Join the Flip Side” launched on the day of the Apple Keynote event and adopts the style of a psychological thriller to tell the story of an iPhone loyalist. 

 

Starting with the first mesmeric moment when our lead character witnesses the Galaxy Z Flip4, it then follows her as she desperately tries to get it out of her head. Until finally, she surrenders to the inevitable. Alongside the main film were also a series of socia that teased iPhone users by showcasing all the potential of the Z Flip4’s unique movements.

Since September 7th, the film has over 16 million organic YouTube views and counting.